Exploring Phillumeny and the Fascinating World of Collecting Matchboxes

Everything You Need to Know About Phillumeny and Matchboxes: Origin, Factories in India, Matchbox Advertising, and More

Introduction

It was quite surprising that not much has been written about phillumeny in India on the internet for someone like me who googles everything and relies on the top few results. So I decided to (try to) do it myself. I will explore the invention of matchboxes, how matchboxes came to India, the rise of phillumeny, how advertising on matchboxes is a thing, the matchbox industries in India, and more. Now comes the obligatory ChatGPT-like hook to open the text you're about to read. 

Matchboxes may be tiny and unassuming, but they become a canvas for interesting designs and labels. Although not many care for them beyond their practical use in kitchens, places of worship, and smoke shops, there's a whole world (perhaps a small one for now) of enthusiasts out there who are passionate about them. Welcome to the world of Phillumeny! 

What is Phillumeny?

It is not exactly a term you hear every day. Phillumeny simply refers to the hobby of collecting matchbox labels. That's pretty much it. Next paragraph. 

Photo by Dan Smedley on Unsplash

History and Origin of Matchboxes

Matchboxes, as we know them today, trace their origins back to the early 19th century. The first modern friction matches were invented in 1826 by English chemist John Walker. However, these early matches were unsafe, often igniting with a loud pop and sometimes producing explosive results. Swedish chemist Gustaf Erik Pasch introduced the first safety matches in 1844. Safety matches were coated with a mixture of chemicals on the match tip, requiring a specific surface to ignite. This innovation greatly reduced the risk of accidental fires, making matches more practical for everyday use.

With the development of safety matches came the need for a portable and convenient way to carry them. The first mass-produced matchboxes, made of cardboard, were introduced in the mid-19th century. These early matchboxes were plain and utilitarian, primarily serving the purpose of holding and protecting the matches.

Matchboxes made their debut in India in the late 19th century, a time when the country was under British colonial rule. The British East India Company established the first match factory in South India, precisely in the town of Kovilpatti in Tamil Nadu, around 1905.

Rise of Phillumeny

Phillumeny, the hobby of collecting matchbox labels and matchboxes, emerged as these small containers became more common. The term "Phillumeny" is believed to have originated in France in the late 1940s, derived from the Greek words "philos" (meaning lover) and "lumen" (meaning light). Collectors were drawn to the diverse designs, colors, and historical significance of matchbox labels. Matchbox manufacturers started producing limited edition and artistic labels to cater to collectors.

Matchboxes with different designs and labels

Matchboxes were initially imported into India from Sweden and Japan in the early 20th century. The earliest labels were in Swedish, German or Japanese, carrying mostly text and no images. As competition increased among the various companies, they soon started looking at the visual symbols that would attract Indian buyers. The diversity of visual and cultural symbols found in India helped in the depiction of a huge variety of images.

Matchbox Factories in India

India boasts several matchbox factories spread across different regions. One notable hub is Sivakasi, in Tamil Nadu, often referred to as the "Matchbox City of India." Sivakasi is home to numerous matchbox manufacturing units, producing a significant portion of India's matchbox supply. Tamil Nadu's match industry has a long history, dating back to the early 20th century, and continues to thrive due to factors like skilled labor, the availability of raw materials, and favorable business conditions. Kolkata, too, has a rich history of matchbox manufacturing, with several factories located in and around the city. Hyderabad's industrial growth and skilled workforce have also attracted matchbox factories to the region.

There's no information on the internet on prominent manufacturers of matchboxes in India. So I bought every matchbox I could conveniently find in Bangalore and other cities in India, studied the information on the label, and compiled a list of matchbox manufacturers and brands. You may want to skip to the advertising part of this article. There's no reason why you'd like to read the names of the following Indian matchbox manufacturers and brands: Wimco Limited (owned by ITC), Asia Match Company, Geewin Exim, Quenker, Epoch Exports, Bilal Match Box, Swarna Match Factory, Deepa Match Industries, Pappuraja Match Works, Star Match Factory, The President Match Company and dozens more. For reference, Homelites, Cheeta Fight, AIM, and Ship are some of the commonly found matchbox labels, and all of them are owned/branded by ITC.

However, it seems like the industry is on the decline. According to a 2015 report by The Economic Times, "Industry revenues have declined 25 per cent in a few years and about 8,000 units have shut down in a decade. For the 1,500 to 2,000 units that remain — 90 per cent of which are concentrated in a few districts of Tamil Nadu — it is just a wait before the flame eventually burns out."

A Flame of Advertising Creativity

Whether it's a vintage tobacco brand using matchboxes as mini billboards, a luxury hotel offering custom matchboxes as souvenirs, or a music festival using them for promotion, matchboxes have proven to be an effective and enduring advertising medium. Advertisers also tapped into the collectible nature of matchboxes. By creating series or limited edition designs, they encouraged customers to seek out and collect different variations. This not only increased brand loyalty but also turned matchbox collecting into a hobby for enthusiasts, known as phillumenists. Customized matchboxes are personalized with the brand's logo, name, tagline, or any other branding element.

In the mid-20th century, Camel Cigarettes produced matchboxes with their iconic camel logo. The camel motif, often accompanied by desert scenes and bold typography, made these matchboxes instantly recognizable. Coachella, one of the world's largest music festivals, has used custom matchboxes as part of its merchandise and promotion. Attendees often collect these matchboxes as mementos of the event. Coca-Cola, a master of branding, has released limited edition matchboxes as part of its collectible series. These matchboxes feature vintage Coca-Cola advertisements, classic logos, and nostalgic imagery.

A Tapestry of Stories: Different Matchboxes, Different Tales

So why should one even collect matchboxes? What possible value or significance do they possess? Well, what makes the world of Indian matchboxes fascinating is the stories they tell; each label is a window into a different part of the country's culture, history, and geography. Matchbox labels often showcase traditional art, iconic landmarks, and historical events. Labels may bear the faces of political leaders, party symbols, or slogans, reflecting the political climate of the time. Those from the 1970s could reflect the Green Revolution, showcasing agricultural themes. The 1980s might feature symbols of the Indian Space Research Organization's achievements, like the launch of the Aryabhata satellite.

Or take, for example, a matchbox from Kerala, adorned with vibrant Kathakali dancers; a matchbox from Rajasthan featuring intricate designs inspired by the desert landscape and royal heritage of the region; a matchbox from Himachal Pradesh depicting snow-capped mountains and apple orchards; and a matchbox from West Bengal displaying colorful images of the goddess Durga and/or traditional motifs. Please visit this page on Google Arts and Culture and be amazed.

How to Become a Phillumenist

Getting started in phillumeny doesn't require a massive budget or specialized knowledge. You can begin by simply saving matchboxes from places you visit or asking friends and family to save them for you. In the digital age, Phillumeny has evolved with online communities, forums, and auction sites dedicated to matchbox collecting. While the use of matches has declined with the advent of lighters and digital devices, the appeal of matchbox labels as collectible art remains strong.

According to The Hindu's report, in New Delhi, India, phillumenist Gautam Hemmady has a 15,000-strong collection of matchbox labels, including one of Subhas Chandra Bose from circa 1930, and a series redrawn from Raja Ravi Varma’s oil paintings and oleographs that Sweden exported to India in the 1920s. Watch this video featuring Gautam Hemmady.

As you delve deeper into this hobby, you'll find online communities of fellow collectors ready to share tips, stories, and even trade items. CollectorBazar and BidCurios are two online marketplaces for a wide selection of antiques, art, coins, notes, and, of course, matchboxes. Remember, the joy of Phillumeny lies not just in the objects themselves, but in the stories they tell and the connections they create.

My Personal Collection (So Far)

Now, I wouldn't be writing about phillumeny if I wasn't into it. Of course, I am, and sure, these are early days, it's the latest fascination, a new hobby (because I lost my collection of postage stamps). But this is something I will continue to do (unless I get stopped at an airport with a bag filled with matchboxes).

Matchbox Collection

Let me end this with another ChatGPT-isque conclusion. So, next time you reach for a match, take a moment to appreciate the humble matchbox. Who knows, it might just spark a new passion for Phillumeny, where the world's history and artistry come together in a pocket-sized package.